In a relationship-based game, many building product suppliers are not putting in place the building blocks that make a relationship desirable.

Specifiers tell us that technical reps are the main factor in staying loyal to a brand. Getting to this level of relationship requires getting the stepping stones right first. Quality products are a given, but how easy are suppliers making it for specifiers to find and extract the information they need? This is the number one factor specifiers judge product suppliers on when assessing them for possible specification for the first time.

Once suppliers are over this hurdle, a long-term relationship and loyalty is built on responsiveness and flexibility

• Do they answer the phone? (many don’t return calls in a timely manner)
• Are they helpful when they do reach out?
• And are they flexible when something goes wrong?

Three out of the five factors in building loyalty are about relationships, not the product. Are you focusing enough on this or hoping your products speak for themselves?

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